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Spotlight On: Sportmax Denim Culture

Spotlight On: Sportmax Denim Culture

Sportmax was founded by Achille Maramotti on the values of tailoring, fabric experimentation and wardrobe coordinated mix and matching. Denim Culture is a unique, creative and experimental denim collection. Each season a capsule collection is created in collaboration with various creatives from the worlds of music, fashion and art. This season the collection is made in collaboration with Italian contemporary photographer Franco Fontana. His photographs have enhanced the collection and combine the photographer’s creative talents with the brand’s style to create a one-of-a-kind aesthetic.

Sportmax Denim Culture blue cotton denim trucker jacket in a relaxed fit with front button-up fastening Sportmax Denim Culture white cotton t-shirt in a regular fit with short sleeves and ribbed round neckSportmax Denim Culture cotton denim mini skirt with scenery print to the left side

The brand has transformed Fontana’s most renowned works into images onto fabric. A denim jacket is a truly versatile piece. This denim jacket is featured in a relaxed fit and is the ideal light layer to add to your outfit this summer. A denim skirt is a wardrobe essential for many, offering a versatile foundation to your look. This skirt would look great with a t-shirt for a casual daytime look.

Sportmax Denim Culture relaxed fit white cotton shirt with palm tree print to the left side Sportmax Denim Culture blue cotton straight-leg denim trousers with all-over scenic print Sportmax Denim Culture midnight blue cotton midi denim dress  with water and hands print at the left side of the front

The Firmina Palms Shirt is an ideal way to refresh your look. The colourful accents and palm tree print elevate the classic white shirt. Pair it with the statement Cotton Bull Trousers for a complete look. The Caramba dress is ideal for summer, pair it with sandals and your favourite sunglasses for a put-together look.


The look book was shot by Fontana with models posing abstract urban shapes and colours creating a vibrant depth to the images.

 Shop the collection here >

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